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Finding the best voiceover artist for your commercial or ad campaign can take time, and the interview process typically includes listening to each candidate's voiceover demo tapes. Demo tapes give you and the rest of the interviewing panel a chance to listen to the talent's overall style and tone and determine if they will be a good match for your specific project.

Asking applicants to send in demo tapes can be a better alternative to asking artists to schedule a voice over test in your office. Interviews can put some pressure on artists while a demo tape will give them a chance to do a natural and unstrained performance. Then again, you need to have a set of criteria in listening to voiceover demos. Below are five important criteria you need to evaluate:

1. Pace of delivery. Be aware of the talent's pace throughout the piece. You will surely need a voiceover artist who can shift from speaking slowly to rapidly comfortably. Pacing is crucial in any voiceover script as stated in the book "You Can Bank On Your Voice" written by Rodney Saulsberry. An improperly paced delivery is painful to the ears and confusing to the mind. Look for talents who demonstrate good pacing.

2. Arouses interest. You want voiceover talents that can easily grab your attention right at the beginning of a set. Along with a talent's tone, good voiceover talents can stress specific words and emphasize important phrases to stir interest in a piece. Prioritize tapes that start out strong and are able to sustain that initial interest through the end.

3. Flexible accent. Good voiceover talents can change their accent and imitate other dialects. Pay attention for examples of these when listening to a recording. An artist who has this quality will have no problem in portraying different characters.

4. Speaking Pattern. The delivery pattern of a voiceover piece is a significant element in any recording. The correct delivery pattern or rhythm can help listeners to remember the script and even identify the brand being promoted. It is important to take note of this when listening to every demo tape.

5. Wit. Comedy is an integral part of many successful voiceover scripts. Listen if an applicant displays wit through a cheerful tone and jokes. Assess if the artist delivered his jokes in such a way as it made you smile or made you feel uncomfortable.

Selecting the right voiceover talent for your commercial or voice over project can be challenging, but demo tapes can help you assess a talent's ability and skill level. Listen for these key elements in every demo tape so that you have an accurate assessment of the talent's potential; a seasoned voiceover artist will demonstrate mastery in these five critical areas, and provide you with several examples of each skill and style.

Author Terry Daniel is a Professional Voice Over Artist from Minneapolis, MN and Has Been Providing the Voice Talent for Hundreds of Companies and Agencies Since 1991.